The Data and Marketing Association (DMA) has thrown its support behind the government’s upcoming consultation that looks to improve data privacy protection.
The proposed legislative amendments also include organising a better balance between data-driven innovation and economic growth across the UK.
The association’s ‘data-driven marketing community’ consists of nearly 1,000 organisations, all of which support the key reforms.
Rogue ‘cold callers’ will receive increased fines and consent requirement for cookies will be removed altogether. This aims to protect vulnerable citizens from rogue callers and deceiving pop-up banners on websites.
The ‘soft-opt in’ sign up function for emails to charities and other not-for-profit organisations will also be implemented to help improve the public’s engagement with donors and volunteers.
READ MORE: Marketing campaigns that include email are more effective, DMA reports
“The DMA strongly supports the government’s proposed reforms, which will establish a better balance between data-driven innovation, economic growth, and privacy protections across the UK,” DMA CEO Chris Combemale said.
“A number of issues that the DMA community highlighted in our consultation response have been addressed by the government, which will enable further innovation in customer engagement, especially for charity fundraising.”
“However, not every recommendation made by our member organisations has been adopted, so we will continue to seek greater clarity in the final legislative texts around the use of legitimate interests.”
Click here to sign up to Marketing Beat’s free daily email newsletter
